Australian clothing label Volley has had a poster banned by the ad watchdog for using the words “Fuck Off”.
Despite the word ‘fuck’ being partially obscured, the watchdog said the posters displayed around the streets of Melbourne in conjunction with the image of a hand with its middle finger up was “aggressive…strong and obscene”.
The ‘Fuck Off’ campaign image
Volley Australia responded to complaints which labeled the poster as “rude”, “offensive” and inappropriate.
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Defending its ad – which formed part of the Volley ‘Fuck Off’ campaign – Volley Australia said it was aimed at men between the ages of 20 and 35.
Volley acknowledged the “language is not ideal” but said the word ‘fuck’ is now commonly used.
“Even though the word “Fuck” is obscured by a hatched line, we concede that it may still be understood to be the word “Fuck”. In our defence, we would submit that the word “Fuck” has now entered common usage and its ability to cause offence has been greatly diminished over the years.”
The brand also conceded the placement of some of the ads may not have been appropriate.